Publicis Sapient
As Executive Experience director for Publicis Sapient, a global transformation partner
with 40000 employees I am priviliged to work with some fantastic brands as well as being part of the global leadership team.
I am leading strategy, CX and experience in the Nordics as well as our teams in Stockholm, Gothenburg, Malmö and Copenhagen.
Client work includes:
Tetra Pak
Bang & Olufsen
Pandora
Essity
H&M
Experience leadership for du & EITC
What: In collaboration with IBM, I have lead a first real customer & stakeholder collaboration for du. A big number of stake holders across the organisation was brought together for some real customer first understanding and executed via design thinking. The result was documented in a 300 page experience strategy which has been the base of the experience transformation at du.
My role: Leader of all experience strategy as Director of UX and Creative direction for du.
My goal have been to create a seamless connected experience as as well as arriving at new opportunities around the CX journey.
Having understood the pain points in our experience we created some leading principles that would direct the way forward. Simplicity, transparency, personalisation and rewards.
Through a deep dive in customers pain points we arrived at equally many great opportunities around our customer experience. The best ones, we turned into digital deliveries and mapped on top of the redesign.
What we did:
– conducted 5 Design Thinking workshops
– explored 38 customer workshop ideas
– engaged 25 + employee workshop attendees
Because any transformation always start with understanding your customers. To lead or create great design I always make sure the whole CX journey is considered.
Transforming how we shop at du.
What: I have together with my team lead all experience around du:s e-commerce. From off line to online. I have lead all experience thinking around new customers within digital retail opportunities, kiosks and e-commerce. I have lead all the experience vision of how to move our customers into our app where we up sell using proactive personalisation. I have also set up and lead the continues optimisation to drive conversion using AB testing.
I have also lead all partnership experiences integrated in the du systems and applications for the likes of Netflix, Amazon and Apple etc.
My role: UX and Creative Director for du.
My goal have been to create a seamless connected experience:
Todays customers move seamlessly between offline and online, therefore we must consider all touch points in a seamless consistent experience journey.
At du I have put a lot of focus on our customers “Macro moments”. These are the moments that will drive potential customers to the e-commerce platform. These are all the moments where a user is still browsing and open to suggestions. This happens in social media, paid media and on a websites home page.
I put an equal amount of effort into “Micro moments”. This is all the moments when the users have decided on your offering. It’s any businesses make or break moment. Get the funnel right by offering personalised content and UX in a one or two click journey. Put USP:s and reassurance at the forefront. Use continues personalised micro copy along the way and with a choice of easy payment like Apple pay using Biometrics.
Ones on-boarded to the app or other identified customer platforms, make it personal.
By offering a personalised up sell and cross sell via our notification “voice” within the app we saw big increase in both engagement and conversion. Our highest conversion noted a +54% increase.
Ikea
UX and design leadership for du. Transforming the du App
What: I lead the complete experience transformation of the new du app. Guided by the experience strategy, I lead my team through some 1000 wireframes and created a simple, relevant app with proactive notifications and personalisation as a core. The transformed app increased our customer penetration from 40% to 70% in a 5 month period. By adding proactivity and personalisation, in a human feel, we reached the highest funnel conversion ever in a specific journey +54%.
My role: UX and Creative Director for du and EITC.
My goal was to create a seamless and connected experience.
Our design principles: Simplicity, transparency, personalisation and rewards have guided all design. By merging our business targets with our customer needs we transformed our app into a best in class experience.
By adding our key principles to all design decisions we delivered relevant, simplified UX with proactive, personalised content.
What really worked: By presenting a personalised use case on our e-commerce confirmation page, we drove continuation in to the app. Ex: Congratulation on the purchase of your data bundle. Check your data or call consumption in real time on our app. Followed by timely notification and upgrade suggestion when running out of data or minutes all connected to personalised offers.
By introducing introducing Apple Pay with biometrics we offered a one click payment.
Experience leadership around digital help.
What: Together with my team I have lead all the experience for “get help”. Through IVR to our BOT. In order to improve our customer experience we knew we needed to reduce wait time in shops, reduce calls and divert all customers online.
Role: Head of experience and creative direction at du/EITC
Some known pain points needed to be addressed.
Our staff in our shops found it hard to get access to the latest updates, offers and information from the head quarter which resulted in inconsistent and not up to date help to our customers. To fix this we created a digital information portal for all our staff where they could find all the updated and relevant answers. We branded it and made sure they loved it.
As we wanted to deflect our customers to digital, we took the same information and topics and added it under a branded customer portal. Here customer could search under 100’s of help articles and topics.
My goal was to create a connected and relevant experience.
I knew our customers needed more. Having to search for a help topic somewhere else when you are stuck on an interaction is not good enough.
What I did.
Looking at our TNPS results and touch point data I could see where our customers where struggling. I lead the team in the creation of a “human” help window following the customers through the journey with contextual help topics, all relating to where you are in the journey. The window collects the relevant help topics from our customer portal and presents it at the right time.
I also lead the design around our natural language BOT. The Bot is placed in the contextual help window with touch point specific conversation starters.
Going forward this will be a personalised conversation, synced up with any conversation that has already taken place over the phone or in the physical shop.
UX & design leadership. Identified customer portal.
What: I have lead all the new experience and redesign of the logged in part of our website My Account. As identified customers we have delivered a personalised and proactive experience with human micro copy.
My role: UX and Creative Director for du.
Description: When logging in on du.ae we offer a personalised range of services to make the life of our customers easy. Keep track on your consumption, upgrade to a better package, pay your bills by Apple pay or credit card, pay for your friends or family. Receive rewards or cancel your bundle, Get proactive messages around service and sales.
Me and the team have focused on driving some key experience pillars through all the journeys.
Simplicity and transparency. Personalised UX and personalised content with proactive micro animations around key interactions.
I have lead my team through strategy, some 1000+ wireframes, user testing, UI, Creative direction of our new brand through to new design systems, UX writing, personalisation to HTML.
I always prioritise qualitative testing before we go Live as it helps us fix what is not an ultimate experience. With this experience however, we actually managed to hit a full pot early on(-:
UX psychology. UX case study
What: I have always been very interested in psychology and how it can be used to drive behaviour online. The below is a case study around how I add this interest into the experience.
My role: UX and Creative Director for du.
Actual results: We decreased the bounce rate by 85%. We decreased exit rate by 44%. Overall sales increased by 30%. Amazing results achieved.
Description: Having lead the research around the pain points, insights and opportunities around online shopping I was rearing to go. Having understood the psychological aspect to commit to a purchase that ties you in to a contract, it was clear to me how important trust, reassurance and transparency would be in our design to get our customers to choose us. This project remains extremely successful to date with the same incredible numbers being displayed 8 months after launch.
What we did: Introduced a clickable multi view on top banner selection. Introduced personalised shortcuts for existing customers. See: Quick Pay, Recharge, Renew Id. Created lifestyle bundles which we matched with personas. Educated around how long your data will last while while recommending the right bundle for ones need. Introduced educational & awareness storytelling. Introduced contextual help and support panel, showing personalised help topics and chat bot as a deflection to human chat.
Some learning that was transformed into digital deliveries.
Customers don’t know what they need and feel overwhelmed by the choice and terminology. By matching bundles to lifestyle category, we made it easier for our customers to understand what bundle will work best for their actual every day need. By doing this we saw a big uplift in sales.
Customers don’t understand how much 20GB data is. By adding human story telling, explaining how much GB of data translates into every day moments like 3 hours on Instagram, 2 hours of streaming music we saw an increase in our data bundle purchases.
By turning our users emotional needs into a strategy that informs the personalisation of both experience and micro copy I will make sure excellent results are delivered.
CX and UX leadership for global IKEA
What: The remake of IKEA:s global kitchen experience.
My role: Consultancy to define CX and UX expertise on how to buy kitchen online.
Task: To lead on the understanding around how to be able to buy kitchens online. To create an experience strategy going forward around how Ikea can make it easier for customers to buy a whole kitchen online. To create opportunities that will help Ikea win customers over to their digital channels. How to leverage the off line success with the online experience.
I was excited to lead the experience strategy and outcome as part of Ikea’s Innovation hub, in the remake of IKEAS:s global kitchen experience – How to buy a kitchen online in16 countries.
Working with the Ikea team, I lead and delivered a large CX and UX exploration. It involved CX explorations, documented output of insights, pain points and opportunities. The UX strategy I turned into a an experience prototype to inform around the new proposed structure on the Ikea website along with other recommended touch points.
Output has included:
-Customer Experience exploration
-Design thinking work shops
-Persona identification
-User journeys
-Customer mapping -Creation of new opportunites
-Low fidelity sketching and concepts
-High fidelity prototyping
-CX design and presentation
www.ikea.com
Detailed study. IA & navigation case study
What: UX and design transformation of IA and navigation on +1000 pages.
My role: UX and Creative Director for du.
Success metrics: To improve TNPS and click through rate to sales journeys. We achieved a 30% increase in click through to device purchase from the top navigation.
Background: The old IA and navigation was somewhat complex and suffered from a legacy of non strategic placement of pages. Cleaning this up was something that was very important to me. With a promise of increased traffic to target (which equals more sales) to the top management the investment could go ahead.
What we did: After careful analysis of click throughs on the old navigation it was time to remap the UX. It was clear that Devices and support where the no 1 visited pages from the navigation. The old navigation route was SHOP – DEVICES. By taking away SHOP all together and instead adding DEVICES on the top navigation along with other most popular products we saw big increase in direct traffic. By adding contextual help and suggestive purchase options to your search we saw a further big increase in click through rate. By adding label called “NEW” or “BEST OFFER” we further increased the urgency around discovery and purchase. By adding personalised short cuts for existing customers in the top menu we secured an quick and easy route to execute on relevant tasks, like Quick Pay, Quick Recharge, Quick Id. These buttons will be have updated CTA:s based on customer most taken actions.
Design leadership for EITC. UX for Enterprise sales study.
What: Enterprise E-commerce and lead generation sales for EITC. Multiple journeys. Small/medium Enterprise, Large Enterprise and Government entities. I have lead all the experience strategy and costumer insights around our three Enterprise segmentations.
My role: UX and Creative Director for du.
Small medium Enterprise: Experience thinking for a complete Enterprise e-shop. This is the first SME (small medium enterprise) e-shop in the region.
Large Enterprise and Government: Selling block chain, Smart Home and IOT products for large entities is mostly preferred over the phone or in person in order to customise the set up. The thinking has been centred around moving these human values online.
Creative direction & communication.
What: Care giver communication during a crisis.
My role: As a Creative Director I lead digital content.
Description: Relevant content & communication at the right time is of course king on any website. During the Corona pandemic it has been more important than ever. The tag line “We Got You” came from our CEO:s video message. I decided to brand all our care giving initiatives with “We Got You”. The solution I came up with was the following:
Add a sticker on top of the du.ae landing page with the tag line “We Got You”. On click it takes you to a care giver landing page. A focus on reassurance around Network, info on shop closure and lot’s of offers all tagged with “We Got You”. Seven social media animations around how easy it is to do it all online followed under the same tag line “We Got You”. I wanted to make the campaign slightly educational around how to do things online to catch our customers who would normally got to the retail stores.
(The sticker will act as carrier for a variety of messages in the future.Ex, network outage)
UX and design leadership. Customisable web templates.
What: As a UX and Creative director I also lead content publishing. I realised quickly the need for fast and consistent publishing.
Description: To be able to replace and update some 1000 pages and give all stakeholder a frame work in which we could easily publish content in a consistent but customisable way, I lead my team in the design of the following framework. A set of customisable web templates based on different components and widgets that can be plugged in anywhere on the page. The result has been a great cost saving exercise as my content publishing team no longer need to wait for design, they can chose their modules with only input on picture and content.
UX and design leadership for Axpo
What: A new app for Axpo, collecting a number of systems into a user friendly application. New concept, user testing, low fidelity concepts, high fidelity prototype, user interface design.
My role: As a UX and design consultant I strategised, did all wireframes and and all UI design as well as paired up with a small team of developers for a full delivery.
Description: Axpo – is a global energy company dealing in wind, retail and electricity. I have conceptualised, designed, prototyped and produced Axpos new app which purpose is to integrate four large external systems and two internal systems into a user friendly application. With strong User experience principles the app is focusing on easy
interaction with external sources through Axpo with VIP delivery for members.
www.axpo.com
Product: For Android and IOS
UX and design leadership for Stabenfeldt
My role: Digital Creative Director & Concept developer for Stabenfeldts 3 business units. Kickerz, Penny Girl and Girl it. These three business units target a segment between 7-13 years old girls and boys. I lead all concept and creative direction of digital games, their magazines and toys. In my role I designed as well as lead a team of 7.
Featured product: Kickerz -supplies a world of football through the mailbox in form of monthly subscriptions. The monthly parcel consists of one book, one magazine, football cards and one toy. Target group is boys 7-12 years old.
Mission: To add a digital experience to support and extend the physical products.
Involvement:: User interviews, stakeholder interviews, market analysis, concepts, UX lead, design.
Concept: A football world where we extend the physical products into a digital world. The users can transfer the physical football cards into their digital world, swap digital football cards online with their friends, build their team, play, climb the leader board and win prizes. They can travel with their favourite star and learn all about important football events. They will receive digital deliveries as part of their physical deliveries. The concept is well integrated in a social media structure and aims to educate while playing.
I have also also rebranded and designthe physical product.
Platform: Web app, responsive web site. Magazine.
User testing
User centred testing is key in all the experiences that I lead. Across journeys and projects.
What I do: User testing is central for me when running large design teams working on projects with multiple stake holders. Knowing early feedback on wireframes act as a frame work for what needs fixing before we move to UI. It also adds trust through to stakeholders that their sponsored project will be successful. In transformation it is a great plus to hit great numbers from launch but not always a given. The real work starts after the launch date as transformation isn’t a destination but a journey.
UX, and micro copy in all funnels are key for success. I use AB tests with my teams in order to drive our intent. I apply UX kpi:s such as Bounce rate, Exit rate and conversion to my team in order to stay focused on constant improvements.
CX leadership in Smart Dubai - Happiness Hack
I have had the great honour of working with Dubai Smart government as a CX champion in the first happiness hack in the world. Organised by the Smart Dubai Government the objective has been to hack ideas to make Dubai
the happiest travel destination in the world.
As a happiness champion I have by representing du – taken part in all the early design thinking work shops, ideations and hacker presentations.
A fantastic event and outcome as organised by the Dubai Smart Dubai government via Hack masters in London.
http://www.smartdubai.ae
CX support for Dubai Pulse
What: DubaiPulse.The first open data source in Dubai.
Åsa Andersson/Fahy’s role: Through consultancy for the Smart Dubai office in my role as UX Director for du. I have through du:s and the Smart Dubai office
partnership been providing early CX/UX expertise on Dubais first platform for open data. The platform is unique and comes with high intelligence.
It brings open data to the people as well as empowering developers to build upon data creating the next generation of Dubai innovation and Smart services.
The result is an extremely well defined High fidelity prototype of how the portal works.
Official product description:“Dubai Pulse” is another achievement for Dubai, placing the emirate ahead of other developed cities around the world. The platform compiles all available data to both the public and private sectors. The new platform provides access, for the first time, to live and up-to-date data about the city. It includes three layers of data: the first will be free of charge and caters to the public, while the second offers a thorough analysis of the data (in exchange for a fee) to be used for academic, professional, commercial, and economic purposes. The third and final layer includes data accessible exclusively to Dubai Government entities.
My output has included:
-Customer Experience exploration
-User journeys
-Low fidelity sketching and concepts
Design thinking
As part of an early CX “discovery” stage I use Design thinking methods as a great way to get to grips with pain points, collect insights and realise opportunities.
This is done with real users and customers.
I turn opportunities into digital deliveries matched to the personas.
Attached images displays some off the sessions.
Attic media
Mccann/London
Nescafé
Ebility
Financial Times
London Town
What: London Town: sells hotel bookings and different experiences in London.
I have had the great pleasure of working at London Town and London Marketing for 4 years as concept developer, web designer and illustrator/animator.
www.londontown.com
Besikta
Who: www.besikta.se “Besikta” is South Swedens biggest MOT service provider.
What: As UX & Creative director for Ebility, a consultancy in Sweden we delivered the strategy and analysis of Besiktas future digital opportunities.
I was involved involved in research, strategy and design.
Client: Besikta – https://besikta.se
London Town
BBC
The Guardian
Besikta
Provar bilar och sånt
Axpo
Axpo-text
